Update Your Breathing. How Did We Co-Create an Unknown Experience?

BREATHER's breathing devices "ZORN" and "ston" propose an update to "taking a break" for the world.

Companies face various challenges when developing new businesses or products.

Some can execute planning, prototype creation, and PoC (proof of concept) but lack the know-how for commercialization and mass production, preventing realization. Others may achieve mass production but still need to overcome diverse challenges like post-launch customer service (call centers, repairs, etc.).

This article introduces a case study of Dentsu Inc.'s 'Realize Consulting,' which provided comprehensive, multi-faceted support for the 'realization' phase – literally 'end-to-end' – from price acceptance surveys for new category products, to arranging ODM manufacturers, overseeing factory operations, product design, packaging design, and arranging call center companies.

The focus is on the realization of BREATHER's breathing devices "ston" and "ZORN" (※1).

BREATHER's CTO, Yuki Mikimura, and Dentsu Inc.'s Business Transformation Creation Center member, Mineko Hotta, who was involved in this product through Realize Consulting, discussed the unique challenges of a new category product and the efforts toward commercialization.

*1 Breathing devices
In December 2019, BREATHER launched the breathing device "ston," designed to enhance the quality of "short breaks" for hardworking individuals. It offered two dedicated cartridges: "POWER," featuring a refreshing mint flavor with caffeine, for when users needed an extra push; and "CALM," with a soothing coconut flavor and GABA, for when users wanted to relax. In June 2021, BREATHER launched "ZORN," a new breathing device equipped with a break sensor that recommends the optimal rest time for "that person."

<Table of Contents>
▼Developing a "New Break Experience." Dentsu Inc. Becomes a Partner in the Mass Production Phase
▼ For BREATHER's second product "ZORN," co-creation began right from the design stage!
▼The Value of Realize Consulting: Filling All the Gaps

Developing a "New Break Experience": Dentsu Inc. as a Partner in the Mass Production Phase

Hotta: First, could you briefly reintroduce BREATHER?

Mikimura: BREATHER is a startup with the statement: "Updating the break for those who strive." While recent years have seen a focus on DX and "how to work efficiently," we focused on "how to rest strategically."

People have various needs and motivations for taking breaks, like when they want to push themselves or when they need to calm down. So, we explored a product where a single device could be used differently depending on mood or situation. This led us to a "breathing device that vaporizes liquid and allows you to enjoy deeply inhaling that vapor."

Hotta: Focusing on "deep breathing" for breaks will be a new experience for many people. What considerations went into developing a product in this unprecedented category?

Mikimura: Since we were offering a new break experience, it was crucial how well it could integrate into users' daily lives. Considering that, we thought something closer to natural objects or something that felt comfortable in the hand would be more approachable than an inorganic industrial product. After much trial and error, the motif of a "pebble" led to the creation of "ston."

In December 2019, we launched the breathing device "ston," designed to enhance the quality of business professionals' "quick breaks." When you need that extra push, use the refreshing mint-flavored "POWER" cartridge with caffeine. When you want to calm down, use the soothing coconut-flavored "CALM" cartridge with GABA.

Hotta: It's an exciting design unlike anything we've seen before, isn't it?

Mikimura: Yes, even at the prototype stage, we were convinced it would become an exceptional product (laughs). However, once we entered the mass production phase, there were so many things to consider, and we felt overwhelmed, wondering where to even begin.

Especially for a company like ours, focused purely on R&D, we lacked expertise in building customer support systems and navigating advertising regulations. We just needed to consult someone experienced. That's how we were introduced to you, Mr. Hotta, through an acquaintance.

Hotta: When I first heard about your idea, I thought it was incredibly interesting. The perspective of "strategically taking breaks to manage yourself" is novel, and the fact that it's triggered by the act of "inhaling" rather than drinking or eating something like coffee or chocolate is refreshing.

Especially since while "deep breathing" itself is something people do naturally, many don't consciously link it to taking breaks. I felt this was a highly rewarding project—how to design that very act.

Mikimura: Back then, we had a clear vision of what we wanted to do, but we were just at the starting point of the grand journey to turn it into a product. So, Mr. Hotta, with his extensive experience as a product designer at a manufacturer and now thriving in business consulting at an advertising agency, was the ideal partner. Even when it came to a single factory line, his understanding of the industry's conventions and terminology was incredibly reassuring.

Hotta: Looking back, I often found myself supporting the team in a sort of "translator" role across various situations. I'd translate Ms. Mikimura and the team's ideas of "what they wanted to achieve" into the language of the manufacturing industry and convey them to the engineers and factory staff. Doing this often made things progress much more smoothly.

Conversely, while Mr. Mikimura holds the title of CTO, his expertise extends far beyond technology into science. He taught me about areas I hadn't previously known about, significantly broadening my horizons.

For BREATHER's second product, "ZORN," we adopted a co-creation approach right from the design phase!

The new product "ZORN" is a breathing device equipped with a rest sensor that recommends appropriate break times for each user. Beyond its sleek form designed for a new "way of inhaling," it's a product enjoyed through all five senses, meticulously crafted down to its center of gravity balance, texture, and sound.

Hotta: For this new product "ZORN," I was involved from the very early stages of development. When designing ZORN, we considered how to effectively communicate state transitions like "Power On," "Measurement Start," "Measurement in Progress," "Displaying Multiple Measurement Results," and "Inhaling" to the user. We explored the optimal combination using a human-centered design approach, considering factors like the number of clicks a person can comfortably operate, the number of easily distinguishable colors, the flashing pattern, and overall comfort.

Mikimura: We wanted to create a product enjoyed through all five senses, so we pursued comfort in every detail—not just operability, but also form, texture, weight, center of gravity balance, click feel, and even the vibration and sound when opening and closing the cap.

Hotta: We spent a lot of time discussing the "playful feel" of the cap that makes you want to keep touching it. Having a system where we could get immediate feedback on design proposals and prototypes allowed us to iterate through trial and error, improving the UI/UX.

M ikimura: The packaging design has also been well-received. They met our request to maintain a sense of luxury and beauty while ensuring the construction wasn't overly complex. Considering various parameters, they proposed the best solution within those constraints, which we appreciated.

The value of Realize Consulting is that they complement everything we lack.

Hotta: You've released two breathing devices. What future developments are you considering?

Kamimura: One focus is steadily improving areas with room for enhancement based on the user feedback and data we're gradually gathering. Additionally, we aim to expand the variety of "rest experiences" we offer.

Hotta: If we think of the Breathing Device not just for breaks but also as an "aroma experience," it seems like the possibilities could expand even further.

Mikimura: That's right. For example, when you want to refresh yourself, combining a beverage with the breathing device could create a higher-quality "break." Adding the sense of taste through the beverage seems like it could truly deliver a "ZORN experience enjoyed with all five senses."

Hotta: "A marriage of scent and taste" sounds fascinating! Finally, could you share again the significance of the Realize Consulting provided by Dentsu Inc. for the brand?

Mikimura: No matter how good an idea is, unless it's "realized" – truly brought to life – you can't know if it has real value or if it can contribute to someone's happiness. Even the most innovative, brilliant idea isn't complete on its own. To reliably and safely deliver happiness to customers, the "prevention is better than cure" approach in this realization phase is absolutely crucial.

In that regard, the Realize Consulting team, led by Mr. Hotta, served as invaluable partners who identified and supplemented gaps in the realization phase—especially points we might have overlooked. There's no more reliable support than that.

While it might have been possible to handle the entire process independently, even a 1% oversight can be fatal in hardware mass production. There are numerous legal regulations and pitfalls only experienced professionals know about. This is precisely why so many hardware ventures and new businesses falter at this realization stage.

Hotta: Creating new apps, services, or product prototypes might already be work done by advertising or consulting firms. However, consulting on the realization phase—involving mass production and commercialization, including hardware—is, in a way, perhaps "unlike Dentsu Inc."

Thanks to BREATHER giving us this chance to take on the challenge, I believe we've expanded the range of realization consulting models we can offer. I put all my skills and experience, and Dentsu Inc.'s, on the line! (laughs)

Mikimura: You really saved us! Thank you, as always.

Hotta: Thank you so much!

Dentsu Inc.'s Realization Consulting can provide the following support across various phases of new business development and new product development:
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As demonstrated by the BREATHER case study introduced here, our service offerings can be customized to meet the specific needs and challenges of each client. If you're interested, please feel free to contact DENTSU DESIGN FIRM.
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Email: info@dentsu-design-firm.com
Website: https://dentsu-design-firm.com/